Analyzing the Customer’s Perceived Importance and Performance of Values toward a Pharmacy Store

• Main Authors: LIN, CHIEN-TSUNG, 林建宗
• Other Authors: PAN,FENG-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gd3tqj

碩士 === 大仁科技大學 === 製藥科技研究所 === 106 === Pharmacy store in a community was not merely an integrated part of healthcare system for drug dispensing and supply, but also as a for-profit retailer that specialized in healthcare product as those in other industries. Just like retailers of general merchandise, pharmacy stores ought to have customer’s satisfaction and loyalty. The literature generally suggested that customer’s perceived values will shape consumer’s loyal behaviors. Drawn from the literature and a depth interview, the current research revealed 34 items of perceived values in four different dimensions. Five hypotheses were then proposed from literature review. There were 351 valid responses of customers gathered from varied pharmacy stores on convenient basis in the southern part of Taiwan. Several statistical techniques of SPSS 20.0 were applied to analyze the data. These were descriptive statistics, t-test, and importance-performance analysis technique. Test results indicated that the average score for customer’s perceived importance (4.77) was higher than that for performance (4.44). Social value (4.88±0.95) is the most important value dimension, followed by price value (4.76±0.88); and the emotional value (4.56±1.35) is the best-graded performance, followed by price value (4.51±1.15). The top three important value items were professional knowledge, complete product and service lines, easy to find needed product, and pleasant store atmosphere. And the value item of clear price details, value for money, and care about privacy were the top three with best performance. All hypotheses were supported as the correlations between each dimension of importance and performance were positive and significant, and the distances between dimensions of importance and performance were significant as well. The largest distance between importance and performance was home delivery service (dif.=1.19), followed by complete service lines (1.16), and professional knowledge (1.02). Based on the IPA logic, the current research plotted value attributes into a quadrant diagram, of which the first quadrant for those to keep up the good work such as complete service lines; the second quadrant for current concentration such as home-delivery of drugs; the third quadrant for low priority such as free trial products, and the fourth quadrant for possible over-skill such as care for customers’ privacy. Conclusions of the research included that pharmacy store’s performance was generally lower than the customer’s expectation, and the social dimension was the most needed value to be improved, followed by quality dimension. The current research suggested pharmacy store should be customer-oriented, and continually monitoring the changes of customer’s perceived importance and performance of pharmacy values, on which continually pursuing customer’s expected values, and eventually maintaining a good level of customer loyalty.